Lesson Agenda: 1. Build a comprehensive overview of your customers’ assets and performance 2. Prove advertising value with Digital Market Intelligence

1. Getting Started with
SimilarWeb PRO | Agencies
Win Over Your Customers with Digital Market Intelligence

2. Business Proprietary & Confidential | 2
Win Over Your Customers with Digital Market Intelligence
Lesson Agenda
Prove advertising value with
Digital Market Intelligence
Build a comprehensive overview of
your customers’ assets and
performance
Desktop & Mobile Web Analysis
Mobile App Analysis

3. Build a comprehensive overview
of your customers’ assets and
performance

4. Business Proprietary & Confidential | 4
Case Study | Flipkart, India
☑ Who should you benchmark your customers against?
○ Discover market leaders in any industry and country
○ Reveal who your customers’ biggest competitors are
☑ Which metrics should you look at in order to assess:
○ Market share
○ Brand demand
○ User engagement
○ Brand growth
Lesson questions

5. Business Proprietary & Confidential | 5
02.
01.
Pro Steps:
01
Navigate to the Industry Analysis from your
homepage to begin your analysis
02.
01.
0
1
01
Try it out: Your SimilarWeb HomePage
01
Start your analysis
Desktop & Mobile Web Analysis

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02.
01.
Pro Steps:
02
Select the industry you would like to analyze
by selecting a Category from the All
Categories drop down menu
03
Select the country you would like to analyze
from the Country Filter drop down menu
Try it out: Industry Analysis
02
03
Start your analysis
Desktop & Mobile Web Analysis

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02.
01.
Pro Steps:
04
From the Industry Analysis main menu bar
click on Leaderboard and navigate to
Top Websites to identify the top players in
your market
Try it out: Industry Analysis
04
Start your analysis
Desktop & Mobile Web Analysis

8. Discover the market leaders in any industry and geography
Business Proprietary & Confidential | 8
Understand who your clients should
benchmark themselves against in order to
gain market share
Discover Insights:
05
View Traffic Share to discover the market
share for each player
06
Assess Monthly Visits to determine the size
of each site as well as the market's potential
Desktop & Mobile Web Analysis
Try it out: Industry Analysis | Shopping Industry | India | Leaderboard | Top Websites
0605
Test Yourself
What is the market share for the leading
players in the Shopping Industry in India?

9. Understand which players attract the most engaged audiences
Business Proprietary & Confidential | 9
Discover the players who drive high
quality traffic by looking at engagement
metrics
Discover Insights:
07
Analyze Visit Duration, Pages per Visit and
Bounce Rate to determine the quality of
traffic a site generates
Desktop & Mobile Web Analysis
Try it out: Industry Analysis | Shopping Industry | India | Leaderboard | Top Websites
07
Test Yourself
Which player attracts the most engaged
audience in the shopping industry in India?

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02.
01.
Create a more personalized analysis by
building your own Custom Category with
up to 100 domains of your choosing
Pro Steps:
08
Click on the New Category button to create
a Custom Category
09
Name your Custom Category and add up to
100 different domains for your analysis
Desktop & Mobile Web Analysis
Customize your analysis to view only the sites that are relevant to you
Try it out: Industry Analysis | Custom Categories
02
08
09

11. Understand and track market share over time
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Discover who is gaining or losing market
share over time
Discover Insights:
10
Navigate to Custom Category Analysis,
Category Share to monitor changes in
market share over time
11
Change the view from % to # to identify
trends and seasonality to set goals for
growth and plan for future events
Desktop & Mobile Web Analysis
Try it out: Industry Analysis | Custom Categories | Custom Categories Analysis
01
11
10
Test Yourself
What time of year is peak season for
shopping in the Indian market?

12. Discover market demand and brand strength
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Identify the brands and products that
have the highest demand in the market
Discover Insights:
12
Navigate to Top Keywords to discover the
leading keywords driving traffic to the
industry
13
Analyze the top keywords by Traffic Share to
identify the most popular brands and
products
Desktop & Mobile Web Analysis
Try it out: Industry Analysis | Custom Categories | Top Keywords
12
13
Test Yourself
Which brands and products are most
popular in India?

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Mobile Apps

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02.
01.
Pro Steps:
01
Navigate to App Category Analysis from the
home page to uncover the best performing
apps in any store, category and geography
Mobile App Analysis
Map your customer's mobile app landscape
Try it out: Your SimilarWeb HomePage
01

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02.
01.
Pro Steps:
02
From the App Category Analysis menu bar
select the Store, Country filter, Category
filter and App type you would like to
analyze
Mobile App Analysis
Map your customer's mobile app landscape
Try it out: App Category Analysis | Category Analysis
03

16. Uncover the best performing apps
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Understand who your clients should
benchmark themselves against in order to
gain market share
Discover Insights:
04
View the SimilarWeb Usage Rank column to
determine the reach and engagement of the
app
05
View the Google Store Rank column to reveal
the visibility of the app
Mobile App Analysis
Try it out: App Category Analysis | Category Analysis | Leaderboard
0504
Test Yourself
Which apps have the highest engagement,
reach and visibility in the Indian market?

17. Assess an app’s brand demand
Business Proprietary & Confidential | 17
Uncover how strong an app’s brand
demand is by analyzing search terms
driving the most traffic to apps in your
market
Discover Insights:
07
From the App Category Analysis menu bar
select the Country filter, and Category filter
you would like to analyze
08
Navigate to Category Analysis, Top
Keywords from the App Category Analysis
main menu bar
09
Analyze the Change column to see changes in
brand demand from the previous month
Mobile App Analysis
Try it out: App Category Analysis | Category Analysis | Top Keywords
09
07
08
Test Yourself
Which app has grown in brand demand in
India from January to February 2017?

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02.
01.
Pro Steps:
10
Navigate to App Analysis from the home
page to benchmark an app’s performance by
looking beyond store visibility and
discovering deeper engagement metrics
Mobile App Analysis
Analyze an app’s key performance metrics
Try it out: App Analysis
10

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02.
01.
Pro Steps:
11
Type the app you would like to analyze in the
Search bar
12
Click on the Compare button
13
Add up to 4 competitor apps in the Add/
Remove Competitors box that appears
Mobile App Analysis
Analyze an app’s key performance metrics
Try it out: App Analysis
11
12
13

20. Benchmark an app’s market penetration
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Determine an app’s market penetration rate
by benchmarking Current Installs
Discover Insights:
14
Navigate to App Engagement, Overview
from the main App Analysis menu
15
Select Current Installs from the drop down
menu to analyze an app’s market penetration
over time
Mobile App Analysis
Try it out: App Analysis | App Engagement | Overview
14
15
Test Yourself
Over 2016 what was the rate of penetration
for Amazon India’s Online Shopping app?

21. Benchmark an app’s reach
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Reveal an app’s reach by analyzing the rate
at which users are interacting with an app
on a daily basis
Discover Insights:
16
Navigate to App Engagement, Overview
from the main App Analysis menu
17
Select Daily Active Users from the drop
down menu to analyze an app’s reach over
time
Mobile App Analysis
Try it out: App Analysis | App Engagement | Overview
16
17
Test Yourself
How much has Amazon India’s Online
Shopping app grown in reach compared to
its competitor Flipkart Online Shopping?

22. Benchmark an app’s stickiness
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Reveal how well an app is at encouraging
repeat usage by analyzing Active App
Users over time
Discover Insights:
18
Navigate to App Engagement, Overview
from the main App Analysis menu
19
Select Active App Users from the drop down
menu to analyze app stickiness
Mobile App Analysis
Try it out: App Analysis | App Engagement | Overview
18
19
Test Yourself
Which Indian shopping app has been more
successful with retaining loyal customers?

23. Prove Advertising Value with
Digital Market Intelligence

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Case Study | Airbnb.com, USA
☑ What are the most successful channels for my competitors?
☑ What is their ratio of organic vs paid traffic?
☑ Is the rate of organic traffic growing over time?
☑ Are they employing a long-term strategy or is their strategy unpredictable?
☑ What paid channels do they rely on for user acquisition and how effective are they?
Case Study Questions

25. Business Proprietary & Confidential | 25
02.
01.
Pro Steps:
01
Type the website you would like to analyze in
the Search Bar
Website Analysis
Reveal a site’s marketing strategy
Try it out: Website Analysis
01

26. Reveal a site’s marketing strategy
Business Proprietary & Confidential | 26
Uncover a site’s marketing strategy by
identifying the best performing traffic
channels
Discover Insights:
03
Navigate to Traffic Sources, Marketing Mix
from the Website Analysis main menu bar to
get an overview of a sites marketing strategy
04
Discover a sites marketing strategy by
analyzing the channels that drive the most
traffic to a site in Channels Overview
Website Analysis
Try it out: Website Analysis | Traffic Sources | Marketing Mix
0403
Test Yourself
What are the top channels that Airbnb’s
marketing strategy relies on for traffic
acquisition?

27. Reveal a site’s traffic acquisition strategy over time
Business Proprietary & Confidential | 27
Assess if a site’s marketing strategy is
changing month over month or if it is
stable over time
Discover Insights:
05
Analyze traffic for each channel over time
under Channel Analysis to discover which
channels are growing over time
Website Analysis
Try it out: Website Analysis | Traffic Sources | Marketing Mix
05
Test Yourself
Which channel has grown significantly from
March 2016 to February 2017 for Airbnb?

28. Evaluate the best performing traffic channels
Business Proprietary & Confidential | 28
Discover the quality of traffic each
channel is generating for a site by
analyzing engagement metrics per channel
Discover Insights:
06
Analyze engagement for each channel by
clicking on the engagement metric you would
like to view under Channel Analysis
Website Analysis
Try it out: Website Analysis | Traffic Sources | Marketing Mix
06
Test Yourself
Which channel drives the highest quality
traffic in terms of bounce rate for Airbnb?

29. Analyze traffic acquisition strategies | Search
Business Proprietary & Confidential | 29
Discover the list of keywords a site is
bidding on to drive high quality traffic
Discover Insights:
07
Navigate to Traffic Sources, Search from the
Website Analysis main menu bar to get an
overview of a site’s PPC and SEO strategy
08
Analyze the top keywords by Traffic Share to
discover which keywords drive high traffic
volume
Website Analysis
Try it out: Website Analysis | Traffic Sources | Search
08
07
Test Yourself
Which destinations Airbnb is bidding on?

30. Analyze traffic acquisition strategies | Display Advertising
Business Proprietary & Confidential | 30
Identify the Ad Networks and Publishers
a site is using for awareness and
retargeting campaigns
Discover Insights:
09
Navigate to Traffic Sources, Display
Advertising from the Website Analysis main
menu bar to get an overview of a site’s
Display strategy
10
Select either the Ad Networks or Publishers
tab to analyze traffic from Display advertising
Website Analysis
Try it out: Website Analysis | Traffic Sources | Display
Test Yourself
Which ad network is Airbnb receiving the
most traffic from? Which publishers AirBnB
is targeting?
09
10

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Congratulations! You have completed Getting Started with SimilarWeb PRO | Agencies
Open SimilarWeb PRO to try out what you’ve learned
☑ Build a comprehensive overview of your customers’ assets and performance
➔ Benchmark key performance metrics against market leaders and main competitors
➔ Assess market share, brand demand and user engagement
☑ Prove the value of advertising with Digital Market Intelligence
➔ Reveal successful paid acquisition channels
➔ Analyze the traffic acquisition strategy per channel
Win Over Your Customers with Digital Market Intelligence
Lesson Review